A pitch at VML London for Butterfly Twists, makers of foldable flat shows.
With the flat shoes market being so competitive, we felt that focusing on the functional side of the product would go fairly unnoticed. We intended #theflatwalk to be a movement, uniting on-the-go, stylish women as they race around the city.
#theflatwalk was to be seeded by hi-jacking hashtags, relevant to our target audience, and providing them with bespoke ads that reflect their lifestyles. We also wanted to launch theflatwalk.com as a hub for articles, features and offers.